Greenlight for Greenwash
Posted: April 14th, 2009 | Author: M.Aaron Silverman | Filed under: Blip, M.Aaron.Silverman, Socially Engineered | Tags: AANA, Green Wash, greenwash, m.aaron.silverman, socially engineered | Comments Off
Following a period of public consultation, the Australian Association of National Advertisers (AANA) has determined to proceed with the implementation of an Environmental Claims Advertising and Marketing Code. The code will help ensure that advertisers and marketers develop and maintain rigorous standards when making environmental claims in advertising and marketing communications, the AANA said.
AANA said it consulted widely with its members, community groups and environmental advocates in 2008 on the need for a new code. An overwhelming majority of respondents supported the development of a code to ensure that green claims made in advertising and marketing communications meet robust industry-wide standards.
Elements the code will include: the need for advertisers to substantiate any environmental claims they make about products or services; that any claims must represent a significant benefit or improvement in the overall environmental impact of the product or service concerned; and that any environmental claims do not lead the consumer to conclude a company has voluntarily adopted an environmental practice when in fact it has been legally mandated.
“Despite a recent shift in media focus away from environmental issues, AANA members remain committed to the fight against ‘greenwashing’,” said Scott McClellan, CEO of the AANA.
“This code of practice will provide the necessary guidance to advertisers and marketers to ensure that the claims they are making are accurate and honest, and will serve to increase consumer confidence in environmental claims made in advertising and marketing to the benefit of the environment, consumers and industry.”
It is anticipated that the code will be published by mid year and fully operational from early 2010. The code will form part of the AANA’s existing self-regulatory system and will be adjudicated by the Advertising Standards Board.
